A Study On Market Performance And Influence Factors Of Shanghai Travel Agency Industry

Travel agency industry is the core of tourism industry and plays a leading role. Studying travel agency industry from the perspective of market performance is an effective way to reflect its development and problems, to enhance the level of market performance, and then expand Shanghai urban tourism resources, perfect tourism product system, and satisfy the visitors' needs. Since reforming and opening up, Shanghai travel agency industry has made considerable progress and is still maturing. As a successful example of urban travel agency industry, the research of Shanghai travel agency industry's market performance and influence factors is no doubt a good reference to the other cities in the development of travel agency industry.This article is divided into five parts:Chapter I is the introduction. In this chapter, we indicated the main problems and research purposes, relevant research both at home and abroad, research methods and content to provide the foundation for the research. Chapter II is the brief introduction of Shanghai travel agency industry and indicators selection for market performance. We had an overview of development history of Shanghai travel agency industry, and described the concept and evaluation significance market performance as well as the selection of evaluating indicators. Chapter III is the analysis and comparison of Shanghai international travel agency industry with domestic travel agency industry, Shanghai travel agency industry with tourism industry as well as Shanghai travel agency industry with travel agency industries in the other municipalities in order to describe Shanghai travel agency's market performance from an overall perspective. Chapter IV is the analysis of influencing factors. Qualitatively analyzed the objective and subjective influencing factors and provided a basis for solutions in the end. Chapter V is the recommendations and outlook. We found out the shortness and the on-going study points of this research.In the article, we used qualitative and quantitative analysis methods, with the second one accounts for more percentage, so as to provide the government with basis when drafting scientific industrial policies, and also provide proper guidelines for travel agency managers when taking reasonable marketing behaviors.